The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior

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ID: 298960
2004
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Abstract
The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other's needs. The conceptual model proposes that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory.
Reference Key
openalex_W2162135496 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Pankaj Aggarwal
Journal journal of consumer research
Year 2004
DOI
10.1086/383426
URL
https://doi.org/10.1086/383426
Keywords Keywords not found

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